How to Write an About Page That Converts Visitors to Clients
Your About page is the most misunderstood page on your site. Most businesses use it to talk about themselves. The ones that convert use it to talk about the customer.
The Counter-Intuitive Approach
Start with the customer's world, not yours.
Weak opening: 'We were founded in 2018 by two IIT graduates with a passion for design.'
Strong opening: 'Most small businesses lose their first 50 leads because their website looks like a template. We exist to fix that.'
Which opens with the reader's problem? Lead with empathy.
The About Page Structure
- The Problem You Solve — their pain point, in their language
- Why You Exist — your mission, briefly
- How You're Different — specific differentiators
- The Team — photos + human bios, not CVs
- Your Track Record — numbers that matter
- CTA — what should they do next?
Team Bios That Work
Human + professional. Not: 'John has 15 years of experience in digital marketing.'
Better: 'John spent 10 years helping Fortune 500s with their digital strategy before deciding the small businesses doing the interesting work deserved the same attention. He's also an obsessive home cook.'
The Photo Rule
Real photos of real people convert significantly better than stock photography. Even mediocre real photos beat perfect stock photos for trust.
